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Modern marketing is essentially a war. In this war, the enemy is the competitor, and the customer is the target. If you want to defeat your competitors and occupy your targets, serving customers is just not enough. You must also learn how to defend yourself, attack your competitor, and utilize guerrilla or flanking warfare against the competition. By examining different forms of corporate positioning, the book Marketing Warfare discusses four military strategies often used in war to help companies succeed in marketing: defensive warfare, offensive warfare, guerrilla warfare, and flanking warfare.
Jack Trout and Al Ries co-authored the book Marketing Warfare. The two are known as the world’s top marketing experts, and they have worked together for 26 years, serving many Fortune 500 companies. Before the publication of this book, their co-authored book Positioning: The Battle for your Mind: How to Be Seen and Heard in the Overcrowded Marketplace was rated as one of “The 100 Best Business Books of All Time” by the American marketing magazine Advertising Age.
